Mahindra Unveils New Visual Identity For Upcoming EVs

Mahindra also launched a new sonic identity

Mahindra, on Tuesday, rolled out a new visual identity for their electric vehicles, fondly called ‘Born Electric Vehicles’ by the manufacturer. Upcoming EV models from the giant’s EV vertical- Mahindra Electric Automobiles Limited (MEAL), will wear the new logo.

The new Mahindra logo made its global premiere on the vision Thar.e, revealed at Cape Town, on August 15, 2023. It stands for ‘Infinite Possibilities’ while also reflecting the carmaker’s racing heritage. It will sit on both the XUV.e and the BE (Born Electric) models. The carmaker is known to launch all-electric iterations of popular models like Scorpio, Bolero and Thar in the upcoming years, all of which will come with the new visual identity.

Mahindra EV Logo Explained

Mahindra Electric’s new logo is a fresh take on the manufacturer’s ‘Twin Peaks‘ logo. It resembles a race track in places of its design, a gentle nod to Mahindra’s extensive focus on motorsport. The manufacturer is a top player in Formula E. Yes, the logo symbolizes the iconic ‘M’ as well.

Mahindra has also unveiled a new sonic identity and brand anthem for its BEV range and has roped in AR Rahman for the same. The anthem- ‘Le Chalaang’ comprises 75 meticulously crafted sounds including interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signals. It emphasizes the relationship between music and human experience.

The music maestro spent quality time at Mahindra’s testing facility in Kanchipuram, to design and engineer the soundtracks. Upcoming Mahindra electric vehicles will have an extensive focus on the audio experience. Mahindra has partnered with Harman and Dolby to bring about an immersive Dolby Atmos audio experience in BEV models. Mahindra electric vehicles will feature a factory of soundscapes, complemented by visual enhancements like active ambient lighting and high-res animations.

Mahindra’s Sustainability Vision

Mahindra has a clear focus on sustainability. It will launch its electric vehicles under two sub-brands- XUV and BE. The all-electric version of the XUV 700 will be the first to arrive. Named XUV.e8, this vehicle will launch in late 2024. Its coupe guise- the XUV.e9 will follow at a later date. The BE range will be built on a dedicated EV platform and comprises a bunch of exciting models.

Mahindra is also planning to set up an electric SUV factory near Pune, which will have the capacity to make 200,000 SUVs a year. It also has plans of building a battery assembly plant in Chakan.

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